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with Terry O'Reilly

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Millennials have been conditioned by the Great Recession to shed the responsibility of ownership. They want the music, but not the CD. They want the ride, but not the car. That attitude has an enormous impact on marketers, as the biggest consumer demographic in history would rather share than buy.

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Many companies, and even entire industries, attach their brands to geographical points of origin as a way to differentiate themselves and assert superiority. From German engineering to Swiss watches, Geography as branding is a powerful marketing strategy that often comes with a premium price tag.

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Many companies, and even entire industries, attach their brands to geographical points of origin as a way to differentiate themselves and assert superiority. From German engineering to Swiss watches, Geography as branding is a powerful marketing strategy that often comes with a premium price tag. More
Feb 28, 11:32 AM ET

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Many companies, and even entire industries, attach their brands to geographical points of origin as a way to differentiate themselves and assert superiority. From German engineering to Swiss watches, Geography as branding is a powerful marketing strategy that often comes with a premium price tag.

Past Episodes

The Academy Awards are coming up soon - and the wins and losses on that night change the fortunes of actors, directors and films. But what the public never sees is how movie studios - and some actors - campaign to win those Oscars. Grab a bag of popcorn and tune in.

This week, an encore broadcast of How Weather Affects Marketing. With 75 years of climate data cross-referenced with reams of shopping research, marketers can use the weather to predict sales. While they can’t manage weather, marketers can certainly now manage the financial implications of weather.

Just in time for the Grammy Awards, we look at how hit songs are marketed. With music sales in decline, recording artists are turning to surprising and inventive marketing ideas to sell their albums - from the first 24-hour music video to hiding handwritten lyrics in library books around the world.

In Part Two of “Selling The Moon,” NASA continues to sell the moon landing as a technological marvel that will benefit Americans, advertisers jump on the bandwagon, television networks brace for the big landing, and Neil Armstrong finally delivers on JFK’s promise.

This week, we present Part One of our “Selling The Moon” episode. The journey to the moon will be one of the most expensive endeavours in history, and NASA needed to constantly market the program to keep Americans interested, and Congress signing the cheques.

While it’s easy to sell a gorgeous item, the degree of difficulty ratchets up when the item is butt-ugly. Some ugly products need a lot of clever marketing to succeed, while no amount of marketing can save other hideous brands. Then, every once in a while, some ugly products become runaway hits.